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Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This event report outlines how behavioral economics can help marketers better understand and engage consumers.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Case Study

This case study shows how L'Oréal, a personal care brand, increased sales and brand awareness in the UK by using a brand ambassador to engage an undervalued consumer group.

Case Study

This case study describes how Wild Stone, an Indian deodorant brand, overtook the market leader Axe to become the number 1 brand in the gas-based deodorant category in India by challenging existing preconceptions.

Case Study

This case study shows how Vaseline Men, a grooming brand, highlighted the product's healing capabilities with a digital campaign that focused on Thai men's worst fears.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Opinion

At Warc, we tend to showcase the best-in class rather than examples that didn’t quite meet the mark. However, in the news recently was the story of Nivea and the advert that Sir John Hegarty, Cannes Lions judge and BBH founder, described as “the most stupid thing he’s ever seen”.

Article

This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.

Article

This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

Case Study

This case study details a campaign from Nivea, the skin care brand, in Brazil to change children's perception of using sun block by creating an emotional connection, and strengthening the family's relationship with the brand.

Article

This report investigates the nuances of the halal beauty category in Asia, which is home to more than 60% of the global Muslim population, and offers insight into the psychology of the path to purchase for Muslim women.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Research Paper

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Case Study

This case study demonstrates the redesign and rebranding techniques of Soft & Gentle, the UK's original non-sting deodorant, that rescued dwindling sales, and ensured greater visibility and awareness.

Case Study

This case study describes how Superdrug used redesigned packaging to project the quality, efficacy and expertise of its own-brand facial wipes in the UK whilst retaining its 99p price point.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

News

LONDON: Just 18 product launches out of more than 8,000 across Western Europe in the past two years achieved "breakthrough innovation" status, according to a new report which argues that successful innovation is a science and is not a matter of ...

Article

This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.

Article

The article offers brands advice on how to gain and then hold consumers' engagement in a world in which attention spans have fallen to their lowest-ever levels.

Article

This event report looks at how skincare brand Nivea has successfully adapted its global marketing approach, based on empathy and the use of technology, to guide product development and executions in local markets.

Article

This webinar focuses on how the science of behaviour change, in particular behavioural economics, can provide a common language for multi-disciplinary teams.

Case Study

This case study describes how Fair and Lovely, one of Unilever India's biggest and most profitable brands, used previously untapped data to target lapsed consumers and grow sales.